US airline JetBlue – which flies a number of transatlantic routes including to Dublin – has launched TrueBlue Travel, the new name for its consumer travel booking platform.
It replaces the former Paisly by JetBlue website.
TrueBlue Travel is powered by Paisly, JetBlue’s proprietary technology platform and wholly-owned travel services subsidiary, and allows TrueBlue members to plan, book, and be rewarded for their trips.
The rebrand broadens how and where points can be used. With this expansion, TrueBlue points can now be redeemed for JetBlue flights, flight + hotel packages, as well as hotel stays and car rentals booked through TrueBlue Travel.
“TrueBlue Travel is a major step forward in our mission to make loyalty more meaningful,” said Ed Pouthier, vice president, loyalty & personalization at JetBlue. “By expanding how and where members can redeem points through TrueBlue Travel, and delivering that experience through Paisly, our in-house travel services company, we’re bringing more flexibility and value to the program. It’s about creating value throughout the entire travel ribbon, not just every flight.”
By aligning the brand with TrueBlue, the platform makes it even easier for members to plan and book every part of their trip, whether they’re flying with JetBlue or not, while maximising the value of their rewards.
This launch is also a key step in advancing JetBlue’s broader JetForward strategy, which focuses on building a more resilient, profitable and customer-centric business. By expanding JetBlue’s role in the travel ecosystem through Paisly, TrueBlue Travel unlocks new ways to engage customers through loyalty. To celebrate the launch, members can earn 2X Tiles on cars and hotels booked through TrueBlue Travel between August 5 and August 8, 2025, for travel completed by November 30, 2025 (terms apply).
“This rebrand is a major milestone for Paisly, LLC as we continue to grow into a fully integrated travel services company,” said Jamie Perry, President of Paisly, LLC. “It reflects what customers already expect: a platform that delivers unbeatable value for TrueBlue members, from earning and redeeming points to using JetBlue Plus and Premier Card benefits. With the addition of hotel and car redemption, TrueBlue Travel offers one seamless place to plan and book an entire trip, backed by the service JetBlue is known for. It also highlights how Paisly’s platform can support future partners looking to deliver a loyalty-led travel experience.”
TrueBlue Travel offers a full-service booking experience that extends beyond flights, with options to book hotels, vacation rentals, car rentals, activities, theme park tickets and travel bags, whether or not customers are flying with JetBlue.
Members earn points and tiles on every eligible purchase and can now redeem points for hotel stays and car rentals. The platform features exclusive member savings, personalised deal matching based on itineraries, and a seamless interface to manage travel plans. While sign-in isn’t required, logging in with a TrueBlue account or linking an upcoming flight unlocks additional savings and tailored offers. All bookings are backed by 24/7 support from TrueBlue Travel’s Helpful Humans team.
